360i Point of View on
Omniture’s Enhanced Facebook Integration
Omniture just announced an enhanced version of its Online Marketing Suite to improve media buying and consumer behavioral analytics on Facebook.
There are two main upgrades to Omniture:
Omniture customers can use its SearchCenter Plus to buy Facebook ads and compare those metrics to the performance of other online campaigns.
Marketers can now use Omniture’s SiteCatalyst, a Web analytics tool, to track the usage of their Facebook Pages and applications. As SiteCatalyst reports on traffic from organic and paid search as well as display ads, marketers can look at the interaction between these channels and optimize campaigns accordingly. This builds on an announcement from May 2009 where Omniture first included Facebook application tracking in SiteCatalyst
Analytics: What Marketers Want
Facebook’s current analytics offering is a work in progress. The company has made some improvements in recent months, such as adding impression counts for status updates on branded Facebook pages, but marketers focusing on Facebook tend to need far more data than what’s currently available.
Omniture addresses some of these needs, such as improvements in conversion tracking. Omniture can also serve as a third-party verifier of Facebook actions, so marketers have an additional source of verification.
Still, there are many more enhancements that marketers are looking for and some of them may be in Omniture’s rollout:
Audience segmentation: As part of the release, Omniture will be able to offer custom segmentation for Facebook users beyond basic demographics and keyword-based interests. This could expand marketers’ targets while maintaining a high degree of relevance. Creating behavioral segments would be a further welcome addition.
Improved tracking of Facebook page visitors: Marketers need to learn what Facebook users are doing across the various tabs on their page, and what paths lead to actions such as contest entries and photo uploads that wind up appearing in fans’ own news feeds.
Integration with other media tools: Integrating with tools such as DART would allow marketers to view and manage their campaigns more holistically.
More granular bid management: Currently, if a marketer has a campaign on Facebook with multiple keywords targeting users’ interests and affiliations, there’s no way of identifying individual keyword costs. Campaigns currently have to be set up with just a single keyword in order to track this detail, which is overly cumbersome. Better tools would make Facebook’s auction-based advertising experience more akin to the granularity of search ad management.
Fan growth tracking: While Facebook advertising is one potentially effective way to drive fans, there are many other strategies, from integrating page promotions with other online media to embedding Facebook’s Fan Box on a brand’s homepage. Access to fan acquisition by channel will allow marketers to make even smarter decisions for managing the platform and creating experiences that users want to engage with.
With the improved Facebook integration, Omniture has added an important advertising channel to its toolset. Analytics improvements are extending beyond Omniture though. Just last week, WebTrends announced enhanced reporting on Facebook pages, and other tools will seek to up the analytics arms race. To meet marketers’ needs, Facebook will need to make more improvements with its own reporting and analytics, but working with various analytics providers is an important step.
Contact your strategic advisor at 360i to learn more about the analytics available for your Facebook marketing programs.